Niching isn’t just about market share. It’s about soul alignment.
This week, I want to invite you into a different way of understanding your "niche."
It has nothing to do with avatar worksheets, SEO keywords, or marketing trends. It’s about alignment, clarity, and building a business you can actually live with—the very essence of the boltaìa philosophy.
Florence vs. Times Square
While walking through the streets of Florence, Italy, I had a moment of complete clarity:
Professionals do not need viral content.
What they need is resonance. Integrity. Something worth coming back to. Florence doesn’t try to be Times Square—and thank goodness. Because if it did, it would lose what makes it special. And the same goes for you.
Your niche is not what the marketing world tells you it should be. It’s the thread that connects the people you’re most meant to help.
And in boltaìa, we call this your Essential Niche.
Tamsen Horton on Balcony at Piazza della Repubblica in Florence
The Essential Niche: Found in the Details
I used to think "niching down" meant cutting people out.
Now I know it means digging deep enough to discover what lights you up—the thread that runs through every client, project, or opportunity that made you say, "This is what I was meant to do."
Like Ferragamo, whose museum I wandered through in awe. The man loved feet. His niche wasn’t shoes. It was the elegance and function of feet. His life’s work illuminated that truth.
The same goes for you:
- Maybe you work with married couples.
- Or business partners.
- Or executives.
- Or financial coaches.
- Or auto shop owners.
- Or homeschooling families.
The labels don’t matter. The common denominator does.
Find it, and your messaging becomes clear. Your structure solidifies. Your content flows.
This is how we build with boltaìa.
Ferragamo Museum, Florence, Italy: sketches of Ferragamo shoes
Start With What Illuminates You
Don’t start with what sells. Start with what illuminates you.
That word—illuminate—came to me while viewing paintings in Florence. Caravaggio’s Sleeping Cupid (1608) didn’t do it for me. But a single room of Ferragamo sketches? Lit me up.
If your niche doesn’t light you up, it won’t land.
So instead of choosing your niche based on tactics, try this:
- Think about your favorite client relationships.
- Ask what lit you up about that work.
- Find the common denominator underneath the surface labels.
Then build everything—your website, your lead magnets, your offers—from that clarity.
That’s how we bolt it all together.
Carvaggio’s Sleeping Cupid (1608) on display in the Palazzo Pitti
Are you Florence or Times Square?
👇 Tell me one way you’ve felt out of alignment in your business. I’d love to hear it (and so would the community reading alongside you).
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